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INSIGHT: Better Customer Insights
– More data to understand customer segments
– Better understanding of the customer journey
– Ability to anticipate customer needs and develop relevant offerings
INTELLIGENCE: Understanding Marketing Effectiveness
– Tracking customer behavior
– Tracking of online and call center interactions and subsequent heath care transactions
– Understanding tactics that work best alone, or in combination with other tactics
EFFICIENCY – Cost and Resource Efficiency
– Trigger based communications
– Automated dashboards
– More qualified leads at a lower cost
– ROI forecast accuracy
Why Penn Invested in CRM & Analytics Platforms